Business ethics is presently a major component of the business school curriculum. Although there has been much attention focused on the impact of such coursework on instilling ethical decision-making (Nguyen et al., 2008), there is sparse research on how business students view the major ethical principles that serve as the foundation of business ethics education. To address this void in the literature, we surveyed 31 undergraduate business students and asked respondents to select the most significant 6 from 14 major ethical decision-making principles. Results indicated that the "Golden Rule" and "Utilitarian Ethic" ranked highest, whereas the "Proportionality" and "Organizational" rule were least mentioned. Implications to improve instructional strategies in business ethics coursework were noted. (Contains 1 table.)